October 21 news: game supplier BetGames and Polish operator STS have renewed their cooperation for another round—exclusive rights to Polish poker and live studio content in Poland extended to end of 2028. The two have partnered since 2019; with this signing, the window is locked for over four years.
This Polish poker is not a generic product off the shelf; it was developed by BetGames specifically for STS. STS was founded in 1997, operates both online and offline, and was acquired by Entain in 2023, becoming part of an international group. Michal Kowalski, head of STS live studio, put it plainly: such content is one of the most stable-performing categories on the platform, and the renewal buys long-term certainty. Inesa Glazaitė, BetGames commercial head, said the renewal is backed by the product's real market results.
There's another clause in the contract: new products will be rolled out and existing content updated starting in 2027. A long exclusive deal isn't about sitting back after signing; the subsequent development pace is also locked into the contract. For bosses running turnkey platforms, this is another path to content acquisition—not going through public shelves, but deeply binding with a supplier to get what others can't.
Most content acquisition on the market goes through aggregation: one API connection brings in thousands of games—broad, yes, but what you have others have too, so differentiation is hard. Exclusive customization goes the other way: content is only available here, a real retention hook; the cost is binding to a single supplier, long negotiation cycles, and high switching costs midway. Neither is absolutely better; it depends on the scale and stage.
When actually at the negotiating table, ask at least three things during selection: the geographic scope of the exclusivity clause (this time only the Polish market is locked), the conditions for mid-term exit, and whether the subsequent launch pace is written into the contract. For teams starting with white-label turnkey and limited budgets, aggregate first to build volume and get data, then use the data to negotiate exclusivity—the math works out better.